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    Wild Oats Hires Private Label Powerhouse as Marketing/Merchandising SVP

    BOULDER, Colo. - Natural and organic foods retailer Wild Oats Markets, Inc. further strengthened its private label strategy yesterday by hiring Roger Davidson as s.v.p. of merchandising and marketing effective Oct. 30, 2006

    BOULDER, Colo. - Natural and organic foods retailer Wild Oats Markets, Inc. further strengthened its private label strategy yesterday by hiring Roger Davidson as s.v.p. of merchandising and marketing effective Oct. 30, 2006.

    Davidson is replacing Steve Kaczynski, who returned to Supervalu to serve as president of bigg's, its 13-store chain in Cincinnati.
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    Davidson's strong experience in developing corporate brands during his career will likely factor into Wild Oat's plans to grow its private-label business, demonstrated most recently by the retailer's expansion into private label HBC offerings, and its expansion of its markets for its Wild Oats-branded products through online grocer Peapod.

    "With his breadth of food retail experience in merchandising, marketing, procurement, and private label, we look forward to the contributions and expertise Roger will bring to Wild Oats," said Perry Odak, president and c.e.o. of Wild Oats Markets. "By filling this position, we have rounded out our senior executive team and have strengthened our bench to take Wild Oats Markets to its next stage of rapid growth and expansion."

    Most recently, Davidson was s.v.p. and c.o.o. for Supervalu's $7 billion retail food division, which was comprised of eight operating divisions spread throughout the U.S. Prior to that, he was s.v.p. of non-perishables, corporate brands, and global sourcing at Ahold USA.

    Davidson 30 years at regional independent H.E. Butt Grocery Co., San Antonio, Texas, where he held a variety of positions, including director of the retailer's $1 billion private label business, director of category management in traditional foods and drug store, director of marketing, and several other merchandising, procurement, and operations positions during his 30-year tenure at H.E. Butt.

    According to a proxy statement filed by Wild Oats, Davidson will receive an initial base annual salary of $350,000, with a guaranteed bonus of $43,750 for 2006, payable in 2007, and a guaranteed bonus for 2007 of $75,000, or the amount earned under the company's corporate office bonus program, if that is greater.

    Wild Oats operates 113 stores in 24 states and British Columbia, under the banners of Wild Oats Natural Marketplace, Henry's Farmers Market, Sun Harvest, and Capers Community Markets.

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